隨著台灣社會逐漸邁向已開發國家，國人對於外在的要求也逐漸的提升，對於化妝品的需求始終有增無減。再加上電視節目的推波助瀾，更加使得化妝品的銷售量居高不下。女性將化妝視為一種禮貌的表現，出門在外時化妝也成為一種常態。
隨著目前台灣網路發達，使得近幾年來以網際網路為媒介的電子商務成為另一種購買化妝品的通路。網路化妝品商店成本優勢以及時空的優勢，讓消費者可以以更低的價格以及更方便的方法來購買到化妝品，但也由於進入障礙較低，使得目前化妝品網路商店的數量極多，故在網路上的競爭也更加的激烈。
本研究主要研究女性顧客在網路上購買化妝品的意願，探討女性消費者對於網路化妝品商店的認知，是否會影響在網路商店購買化妝品的意願。本研究將網站認知分為知覺風險、涉入程度、口碑、價格及方便性以及交易安全性，並以Monroe and Krishnan在1985年所提出的知覺價值模式概念為基礎，來驗證女性消費者的購買意願。
本研究以實證的方式，針對曾經在網路上購買過商品的女性消費者為研究對象並發放問卷，總計回收樣本467份，有效樣本數共446份。並採用線性結構模式來驗證各個潛在變數間的因果關係。

As Taiwan become more and more like a developed country, the demand for better outlook appearance has increased tremendously, which is depicted in the rising demand for cosmetics. Through constant propaganda in mass media, the sales for cosmetic products have always maintained at a remarkable level. Applying makeups has been considered as an act of courtesy by the females, and it has become a norm to apply makeups before going out.
Following the advancement in internet network, e-commerce has provided a convenient channel for purchase of cosmetic products. Due to the advantages in cost and space, e-shops could now reach their customers at a lower price, and at the same time, through a more convenient way. Nonetheless, due to the low barriers to entry, the e-market is becoming more competitive as new sellers enter the market.
The objective of this research focuses on the willingness of females to purchase cosmetics online, and explores whether the understanding of e-shops poses any influence on their buying intention. The research splits understanding of e-shops into 5 categories, namely perception risk, level of involvement, public praise, price and convenience, and lastly, safety to trade. The research is built on the Perceived value model concept raised by Monroe and Krishnan in 1985, and aims to verify the buying intention of females.
The research adopts an empirical approach, and distributed online surveys to females with past experience on online shopping. Total sample responded is 467, with 21 void, 446 valid. The research uses linear structure model to verify the causal relationships among the latent variables.

一、中文部分
1.王宗琳（2002）。網路商店印象的重大屬性大分析。電子商務時報，http：//www.ectimes.org.tw
2.王遵智（2004.4.9）。網路口碑中個人專業與關係強度對購買決策的影響—以電子郵件為例，國立台灣科技大學企業管理系碩士論文，台北。
3.何明純（2003.6）。女性在網路上購買化妝保養品之行為研究， 南華大學傳播管理研究所碩士論文，嘉義。
4.吳奕軍（1998）。從傳統行銷出發看網路行銷。突破雜誌153期，頁98-101， 台北。
5.吳惠君（1999）。網路商店之商店印象與消費者購買行為之研究，國立台灣大學商學研究所碩士論文，台北。
6.吳昌儒（2002）。網際網路商品消費行為決策因素，國立清華大學工業工程管理研究所碩士論文，新竹。
7.洪偉章、李金枝、陳榮秀（1998）。化妝品原料與功能，藝軒圖書出版社。
8.林姿瑩（2007.5）。影響女性顧客購買化妝品忠誠度之關係探討，國立東華大學企業管理學系碩士在職專班碩士論文，花蓮。
9.陳怡如（2003）。線上購物行為與顧客價值關連性之實證研究—以網路互動管道為干擾變數，長榮大學經營管理研究所碩士論文，台北。
10.陳順宇（1998）。多變量分析。台北：華泰。
11.陳進成（2003）。電子商務顧客價值、滿意度與忠誠度之研究—以電子商店為例，中原大學資訊管理學研究所碩士論文。
12.張重昭、周宇貞（1999）。知覺品質與參考價格對消費者知覺價值與購買意願之影響，企業管理學報，第45 期，頁1～35。
13.張國忠、丁承、丁慧瑩（2000），網路商店行銷策略對消費者滿意度與服務價值認知之影響效果探討，商管科技季刊，第一卷，第三期，頁329-353。
14.郭賢敏（1997）。網際網路行銷與其進入模式之研究，國立台灣大學商學研究所碩士論文，台北。
15.劉忠陽、周盟浩（2006）。數位音樂購買意願及願意支付價格之研究，電子商務研究，秋季第四卷，第三期，頁285-304。
16.賴宜君（2004）。網路商店屬性對顧客價值與忠誠度之影響，國立中興大學行銷學研究所碩士論文，台中。
17.蕃薯藤網路調查報告（2001），2001台灣網路使用調查
http://survey.yam.com/survey2001/index.html
18.歐陽柏彥（2003）。組合商品知覺評估與購買意願之研究—以手機搭門號為例，成功大學電信管理研究所碩士論文，台南。
二、英文部分
1.Arndt, J.（1967）. Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, Vol. 4, No. 1, August, 291-295.
2.Baird, I. S. and H. Thomas.（1985）. Toward a contingency model of strategic risk taking. The Academy of Management Review, vol. 10 Issue: 2, 230-243.
3.Bansal, H. S. and Peter, A. V.（2000）. Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research, Vol. 3 , No. 2, November, 166-177.
4.Bauer, R. A.（1960）. Consumer Behavior as Risk Taking., In Cox, Donald F,（Ed）, Risk Taking and Information Handing in Consumer Behavior. Harvard Business Process, Boston, MA, 22-33.
5.Bayus, L.（1985）. Word of Mouth: The Indirect Effects of Marketing Efforts. Journal of Advertising Research, Vol. 25, No. 3, June-July, 31-39.
6.Bone, P. F.（1992）. Determinants of Word-of-Mouth Communications During Product Judgements. Journal of Business Research, Vol. 32, No.3 March, 213-223.
7.Brown, J. J. and Peter, H. R.（1987）. Social Ties and Word-of-Mouth.
8.Brynjolfsson, E. and Smith, M. D.（1999）.Frictionless commerce? A comparison of interent and conventional retailers. MIT working.
9.Cappel, J. J. and Myersough, M. A.（1997）. Using the world wild web to gain a Competitive advantage. Information Strategy: The Executive Journal, 13（3）. 44-50.
10.Clarke, K. and Russel B.（1978）. The Effects of Product Involvement and Task Definition on Anticipated Consumer Effect. H. keith Hunt ed., Advances in Consumer Research, Ann Arbor. Association for Consumer Research, 5, 313.
11.Cunningham, S. M. （1967）. The Major Dimensions of Perceived Risk. In Cox, Donald F,（Ed）, Risk Taking and Information Handing in Consumer Behavior, Harvard Business Process, Boston, MA. 82-264.
12.Derbaix, C. and Joelle V.（2003）. Inducing Word-of-Mouth by Eliciting Surprise- A Pilot Investigation. Journal of Economic Psychology, Vol. 24,No. 1, February, 99-116.
13.Dodds, W. B. and Monroe, K. B.（1985）. The effect of brand and priceinformation on subjective product evaluations. Advances in Consumer Research, Vol.12, 85-90.
14.Duhan, D. F., Scott, D. J., James, B. W. And Gilbert D. Harrell（1997）. Influences on Consumer Use of Worde-of-Mouth Recommendation Sources. Journal of the Academy of Marketing Science, Vol. 25, No.4, Fall, 283-295.
15.Eighmey, J. and L. McCord（1995）. Adding Value in the Information Age: Use and Gratifications of the WWW. In Proceedings of the Conference on Telecommunication and Information Markets, University of Rhode Island.
16.Eighmey, J. (1997). Profiling user responses to commercial Web sites. Journal of Marketing, Vol. 51, No.2, 11-27.
17.Engel, J. F. , Roger, D. B. and Paul, W. M.（2001）. Customer Behavior 8th. Harcourt Broce Joranovich College Publishers, The Dryden Press.
18.Gilly, M. C., ohn, L. Graham, M. F. W. and Laura, J. Y.（1998）. A Dyadic Study of Interpersonal Information Search. Journal of the Academy of Marketing Science, Vol. 26, No. 2, Spring, 83-100.
19.Hanson, W. A.（2000）. Principles of Internet Marketing. Ohio: South-Western College Publishing.
20.Harrison-Walker, J. L.（2001）. The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents. Journal of Service Research. Vol.4, No.1 August, 60-75.
21.Henricks, M.（1998）, “Spread the Word,”Entrepreneur, Vol. 26, No.2, 120-25.
22.Herr, P. M., Frank R. K. and John K.（1991）. Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective. Journal of Consumer Research, Vol. 17, No. 4, March, 454-462.
23.Hupfer, Nancy and David, G.（1971） Differential Involvement with Product and Issues: An Exploratory Study. David, M. G. ed., Proceedings: Association for Consumer Research, College Park, MD: Association for Consumer Research, 62.
24.Kalalota and Winston（1997）. Electronic Commerce: A Managers Guide, Mass: Addision Wesley Longman, Inc.
25.kapfer, J. N. and Laurent G. Consumer Involvement Profiles : A New Practical Approach to Consumer Involvement. Journal of Advertising Research, Vol. 25, 48-56.
26.Katona, G. and Eva M.（1995）. A Study of Purchasing Decisions. In Consumer Behavior: The Dynamics of Consumer Reaction. Ed. L. H. Clark. New York: New York University Press, 30-87.
27.Katz, E. and P. F. L.（1955）. Personal Influence: The Part Played by People in the Flow of Mass Communications. Glencoe, IL: Free Press.
28.Krugman, H. E.（1965）. The Impact of Television Advertising: Learing without Involvement. Public Opinion Quarterly. Vol.29 349-356.
29.Keeney, R. L. (1999). The Value of Internet Commerce to the Customer.Management Science, Vol.45, No.4, 533-542.
30.Krugman, H. E.（1965）. The Impact of Television Advertising; Learning without Involvement. Public Opion Quarterly, Fall, Vol. 29, 349-356.
31.Lamb, C. W., Jr., Joseph F. Hair, Jr. and Carl, M.（1998）.Marketing , Fourth ed., Cincinnati, Ohio: South-Western College Publishing.
32.Lastovicka, G. and Gardner, D. M.（1979）. Components of involvement. in Maloney, J. and Silverman, B. (Eds). Attitude Research Plays for High Stakes. American Marketing Association, Chicago, IL, 53-73.
33.Marney, J.（1995）. Selling in Tongues. Marketing Magazine, Vol. 100, No. 38, 14.
34.McColl-Kennedy., Janet, R. and Richard, E. F., Jr. （2001） An Empirical Examination of the Involvement to External Search Relationship in Speech Relationship in Services Marketing. Journal of Services Marketing, 15（2）, 82-98.
35.Mitchell, V. W.（2001）. Re-conceptualizing Consumer Store image processing using perceived risk. Journal of Business Reacher, vol.54 167-172.
36.Murray, K. B.（1991）. A Test of Service Marketing Theory: Consumer Information Acquisition Activities. Journal of Marketing. Vol. 55, No.1, January, 10-25.
37.Papacharissi, Z. and A.M. Rubin (2000). Predictors of Internet use. Journal of Broadcasting & Electronic Media, Vol.44 No.2 Spring, 176-196.
38.Price, L. L. and Lawrence, F. F.（1984）. The Role of Interpersonal Sources in External Search: An Informational Perspective. Advances in Consumer Research, Vol. 10, 250-255.
39.Richmond, A.（1996）. Enticing Online Shoppers to Buy: A Human Behavior Study. Network management, 457-465.
40.Robertson, T. S.（1971）. Innovative Behavior and Communications. New York: Holt, Rinehart and Winston.
41.Roselius, T.（1971）. Consumer Rankings of Risk Reduction Methods. Journal of Marketing, 35, January , 56-61.
42.Sherif, M. and H. Cantril.（1947）. The Psychology of Ego-Involvement. New York: John Wiley & Sons, Inc.
43.Silverman, G.（1997）. How to Harness the Awesome Power of Word of Mouth. Direct Marketing-Internet Marketing, Vol. 60, No. 7, November, 32-37.
44.Taylor, J. W.（1974）. The Role of Risk in Consumer behavior. Journal of Marketing, 38, April, 54-60.
45.Utpal, M. D. （2001）. “A motivational process model of product involvementand consumer risk perception. European Journal of Marketing, 35, 1340-1360.
46.Wigand, R. T.（1997）. Electronic-Commerce: Definition, theory, context. International Society, 13（4）, 1-16.
47.Wirtz, J. and Patricia C.（2002）. The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behavior. International Journal of Service Industry Management, Vol. 13, No. 2, 141-162.
48.Yesil, M.（1997）. Creating the virtual store. New York: John Wiley＆ Sons, 1-13.
49.Zaichkowsky, J. L.（1985）. Measuring the Involvement construct. Journal of Consumer Research, 12(Dec), 341-352.
50.Zaichkowsky, J. L.（1986）. Conceptualizing Involvement. Journal of Advertising. 15, 2, 4.
51.Zeithaml, V. A.（1981）. How Consumer Evaluation Processes Differ Between Goods and Services. in Marketing of Service, J. H. Donnelly and W. R. George（eds）, Chicago: American Marketing Association, 186-190.
52.Zeithaml, V. A.（1988）. Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, Vol. 52, No. 3, 2-22.